Ravensburger has lined up a targeted TV and digital campaign to support the UK launch of its interactive system, GraviTrax later this month.

The firm has enlisted Norton PR to help drive awareness through fully integrated marketing spanning events, experiential, partnership initiatives and TV and digital campaigning for the launch.

There will be seven products in the GraviTrax range available from launch, including a 100-piece starter set, Trax Extension Pack, Building Extension Pack, Action Catapult Add-on, Action Hammer Add-n, Action Loop Add-on and an Action Magnetic Cannon Add-on.

Track design concepts can be shared and developed via a free downloadable app featuring track ideas, virtual track simulations and a track building section to experiment with.

“As the popularity of STEM toys grows, GraviTrax teams innovation with a unique play concept to encourage children to improve skills across these core subjects while also introducing elements of gravity, magnetism and kinetic energy into a construction based design,” said Ben Bramwell, marketing manager at Ravensburger.

“The Norton PR team developed a creative and impactful campaign to support the GraviTrax launch into the UK, including brand partnerships, influencer outreach and events to showcase the key elements of the product line.”